OMG agencies added over $2.5 billion in incremental client billings in 2022: COMvergence

OMG agencies added more than $2.5 billion in incremental client billings last year, as per an analysis of the global media agency marketplace published by independent research company COMvergence.

Omnicom Media Group (OMG), the media services division of Omnicom Group Inc, and parent company to the OMD, PHD and Hearts and Science global media agency network, has been ranked number 1 for incremental billings growth among global media management groups in 2022.

The analysis of the global media agency marketplace published by COMvergence is titled - 2022 Media Agency New Business Barometer.

Leading with an offer that connects media, content and commerce, OMG’s net new billings added outpaced the second-ranked group by close to $670 million; exceeded the combined totals of the second and third ranked groups by more than $100 million; and bested the fourth ranked group by a factor of ten-plus, as per it. 

It also said that OMG has the best global win-to-loss ratio, more than 3x more new billings coming into the agency ($3.75 billion) than left ($1.2 billion) in 2022.  

OMG was also the top net gains performer in APAC as well as in the markets of Australia and China. 

Equally important as its incremental wins – and perhaps even more impressive – OMG’s 2022 retention rate across the entirety of its client base was 98%. 

“In a marketplace where complexity is a bigger pain point than ever before, clients are looking for the optimal mix of deep specialization and deep integration,” says OMG CEO Florian Adamski.

“OMG has built – and continues to build – the capabilities, partnerships, technology and talent force that empower our agencies to deliver transformative consumer experiences on behalf of our clients, driving sales today and share tomorrow,” says Adamski.  

Accordingly, OMG’s best-in-class ranking consolidates powerful performances by its OMD and PHD agency networks in 2022. Leveraging their parent company’s assets – including Omni, Omnicom’s marketing orchestration platform – OMD and PHD topped the global agency network net new business rankings at #1 and #2.

OMD was also the top ranked agency for total new business won in 2022, which reflects business that went into review and was successfully defended.  

“Our results in 2022 prove that we are a trusted partner to brands in pivotal moments of transformation,” says George Manas, CEO of OMD Worldwide, “enabled by truly differentiated capabilities in digital, data and tech to navigate new paths to growth.” 

PHD Worldwide CEO Philippa Brown added, “As advances in data and tech continue to change how people consume media, our future-focused offer to marketers – combining our signature strength in comms planning with the OMG innovation engine – will continue to drive growth for our clients and our network.” 

Tony Harradine, CEO, OMG APAC, said, “In tandem with our global ranking, OMG APAC, as well as our key markets in Australia and China, have also ranked number one for incremental billings growth, a result that underscores our commitment in placing our clients at the centre of everything we do. By bolstering the uniqueness of our brands and fortifying our capabilities as a network, we were able to focus on collaboration and product excellence, tenets which helped us deliver growth and stand out in a crowded agency landscape.”

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